What is SEO?

Many people have heard of SEO, but not many people know what it is. In general, search engine optimization, or SEO, is a marketing technique to get specific pages of your website to be found at the top of search engine result pages when a user uses specific keywords.

When done correctly, SEO is a continuous website optimization process used to increase web traffic or generate inbound leads. The only thing an SEO strategy will cost you is time, which busy lawyers do not have.

How Does General SEO Differ From Law Firm SEO

When it comes to SEO for lawyers, there are unique considerations that have to be made due to the highly competitive search landscape. It can be difficult to generate leads if you don’t know how to target potential clients at the exact time they are searching for your legal services.
Lawyer SEO involves understanding the intent of a searcher’s keyword and what content or information they need to satisfy that user’s search. A successful legal SEO strategy is able to capture prospective legal clients and guide them to take action on your website.

Why Is SEO Important For Law Firms?

In today’s hyper-connected age SEO is one of the most dependable and profitable law firm marketing techniques. A strategically crafted SEO campaign can become a law firm’s largest source of new prospective clients and legal cases as well as provide a great return on investment.

Competing Law Firms Are Using SEO-Driven Content Marketing Strategies

If you’re not already using SEO to inform your overall legal digital marketing strategy, you’re late to the game. When users are searching online for legal services in your local area, does your law firm’s website show in the search results? Or is the page filled with competing websites of other law offices? Don’t let your legal competition dominate the search space, making your business nearly invisible.

Prospective clients are searching for local legal services online

When people start their online search for legal advice or representation, they are looking for a local attorney near them. When you employ a focused SEO and content strategy, you are able to target local clients that are more likely to actually use your services.

If a potential client received a word of mouth referral for your law firm, and they search for your firm online, will they find you or your competitors? That’s SEO does – puts your website in front of the right people at the right time.

SEO can provide new clients and cases for law firms

Many lawyers do not have the time or expertise required to successfully implement an SEO campaign. Experienced SEO agencies are able to create tailored solutions for your law firm resulting in more qualified leads, like phone calls or consultation bookings.

For example, here at Majux, our organic SEO campaigns produced an average of 181 qualified leads for each of the law firms we partner with.

An agency like ours has years of experience providing SEO services for law firms of various sizes, practice areas, and budgets across the nation. The metrics below (updated November 2019) show the average the first 6 months of results for every lawyer we’ve worked with over the years.

Law Firm SEO Internet Traffic Increase
SEO for Law Firms Increases First Page Search Engine Rankings
Law Firm SEO generates for leads for lawyers

What SEO Factors Should Your Law Firm Consider?

An efficient search engine optimization strategy for lawyers is an ongoing process. It includes creating content, testing, monitoring, and analyzing different metrics to determine success. While there are quite literally hundreds of factors that can affect the way a webpage ranks, here are some lawyer SEO factors you should consider in your digital strategy.

Internal Links

One way that a search engine determines what information is related on your website is through internal linking. Internal links connect one page on your website to another page on your website. This should not be confused with external links, which connect a page on your website to another website.

A strong internal linking structure sends a strong signal to search engines that the content on the website is well structured.

Page Titles + Meta Descriptions

Your page <title> tag and the meta description include the information that is used to generate your search engine result snippet. An experienced SEO agency knows how to target the best keywords for the limited space available to give your page the best chance to rank on page-1.

Content Strategy

The content on your website needs to be targeted to what web users are searching for. Your potential clients are researching legal matters online – are they reading your content or that of your competitors? If you don’t answer their question, someone else will, and those readers will be far more likely to call the law firm who has authoritative content on their specific legal issue.

Guide prospective clients down the funnel

Have you thought about how to reach people early and late in the shopping process? If someone searches for “can I sue Uber for an accident injury,” they are relatively high in the funnel, meaning they may not be ready to book a consultation.

On the other hand, if they search for “car accident lawyer near me,” that search intent indicates that they are further down the funnel and are ready to call a law firm like yours at the moment.

Which are more important: High funnel visitors or low-funnel visitors

Both types of visitors are important to the success and longevity of your law firm. Your content strategy should target web users at every stage of the buying journey.

Searchers that find you earlier in their research journey are more likely to choose your law firm when they are ready to make a purchase decision. This includes your advertising and retargeting strategy, but from an SEO perspective, you have to address people in the research, consideration, and buying phases.

Cleaning up existing content

All content is not created equal. Web searchers are smart, informed, and looking for answers. Old, out-dated, or blank pages (“zombie” pages) buried on your website can give a search engine the wrong idea of the quality of content on your webpages.

At Majux, we use tools that can crawl your site, identify problematic content, and re-optimize it with rewrites, redirects, or other means — this often has a direct effect on your keyword rankings.

Mobile Friendliness

When was the last time you looked at the mobile version of your site? Beyond that, have you compared the way it looks on Android devices and Apple devices? What about on an iPad? Websites have to be optimized for every device, and if your web design looks wrong on iPhones, for instance, you could be bleeding leads faster than you realize.

Per Statista, 52% of Google searches came from mobile devices in 2019, and that number has grown every year. Businesses selling directly to consumers — law firms, for instance — will see an even higher percentage of their traffic coming from mobile devices.

We have a full suite of testing devices at our office, and we also carefully track how many users are visiting our clients’ sites from which devices. Our developers then tweak and optimize websites as necessary.

Page Speed

Have you measured the speed of your website? If not, plug your URL in Google’s PageSpeed Insights tool – you might be disappointed.

Here’s a sobering statistic straight from Google: as your page load time increases from 1 second to 5 seconds, the probability of a web user “bouncing,” or abandoning your site without engaging, increases by 90%. No matter how you look at it, you are losing cases by having a slow website.

We have a sophisticated method for speeding up your site – we minimize unnecessary scripts, compress images, check on your hosting and content delivery network (CDN) quality, and much more. All other things equal, the fastest website wins.


A healthy, natural backlink profile sends a positive signal to Google. On the web, the other websites that associate with your site are important. Don’t get caught up with an agency building thousands of spammy backlinks to your website. Google will know and it can actually penalize your website rankings.


Per Google’s 2018 data, “[item] Near Me” searches had grown 150%+ over the previous two years. That’s another trend that will only continue to grow, and you need to adapt your web strategy accordingly. Are you creating optimized local content to best serve prospective clients in your area?

Local Citations

If you want to rank well for local searches, you’ll have to build instances across the web of your name, address, and phone number (NAP) – we call these “citations.” You’ll also have to have the right localized content, an optimized Google My Business listing, and an authoritative website.

Citations aren’t just for writing academic papers. When it comes to customers finding you on the web, a citation, also called a “web reference,” is any mention of the name and address of your business which appears on another website (and does not necessarily have to contain a backlink). These citations are important for the ranking of your Google Places (now sometimes called Google Plus Local) listing.

This is the listing that appears for some localized search results, typically in spots 3-8 on Google’s results page. Local profiles also show on mobile and local pack map search results. The more citations you can rack up, the better for the health of your Google Local profile. Citations show that other individuals and companies are aware of you and that your information is correct — they demonstrate to search engine algorithms that real human beings verified that you exist. The trick is knowing where to obtain these citations and the time involved with the sheer volume of citations that are necessary.

At Majux, we have the expertise to monitor and tailor your citations to reap maximum benefits for your business. Some of our citation optimization services include:

  • Onsite Optimization
  • Google My Business Optimization
  • Citation Analysis

The importance of local citations

Experts agree that up to 25% of how your business ranks locally is citation-based. The more relevant, high-quality citations your business can score, the better it’s going to be for your SEO rankings — period. At Majux, we know how to manage, build, and create citations to spread awareness of your brand to both human customers and search engine algorithms. We work to make sure that:

  • your citations appear on relevant, trusted websites
  • your citations aren’t being duplicated
  • your citations are all an exact match

Cleaning up your local citations

When it comes to citation clean-up, consistency is key. Has your business ever moved? Has a phone number or email address ever changed? It could even be something more minor, like listing “St.” in one location and “Street” in another. Majux works to ensure that your citations are neat, clean, and consistent. With a set of strong, polished citations supporting you, your site and your business will be able to climb higher in the ranks than ever before.

What role does PR play into my SEO strategy?

Google rewards websites that are getting cited online. Do you have a strategy for getting links and mentions across the web?

In short, a link back to your website is a vote in Google’s eyes — the more votes you have, and the more reputable the website that is providing that vote, the better your site will rank. And how, exactly, is a law firm supposed to acquire these links?

An agency with experience providing SEO for law firms will use tools to find where your competitors have earned links, and we figure out how to match their “backlink profile.” They should create a thought leadership content plan that allows us to get you quoted in publications.

At Majux, we have spent years pruning an extensive list of media contacts that we can use to help establish you as an expert in your field. Providing your website with traffic and links, which are crucial to any SEO marketing efforts.

How Does Article Placement Help My Law Firm

The idea of article placement is to broadcast yourself beyond the scope of your own site.

Ideally, you want people visiting an authoritative webpage to see content about your law firm or attorneys that encourage them to follow a link back to your website.

How does article placement help you? There are two major reasons that article placement is beneficial, no matter what industry you’re working in.

  1. It builds recognition and authority.  It’s not a huge leap in logic to think that the more places you appear on the internet, the more opportunities people have to see your name. External websites provide a great supplement to any traffic that might come directly to your site.
  2. It builds up citations and backlinks. Citations are mentions of your site which appear on other sites, even where an actual link isn’t present. Backlinks are links back to your site from other sites. Citations and backlinks are viewed favorably by SEO algorithms, and they also help to usher visitors your way.

Here’s the problem: You’re busy running your business. You don’t have time to come up with a robust content marketing strategy, let alone actually writing, handling outreach, or sending articles. After all, you’re most likely not a writer — that’s not what you got into your line of work to accomplish.

That’s where your experienced SEO agency comes in.

Law Firm SEO with Majux

Majux has quickly grown into one of the preeminent digital agencies for law firms in the country. We have successfully obtained coverage for our law firm clients in major national online and print publications. You may have seen them featured in Newsweek, Vice, BuzzFeed, The New York Times, Law.com, The American Bar Journal, The Huffington Post, USA Today, Forbes, and other sites.

How Is Majux Different Than Other Seo Agencies That Focus On Law Firms?

We know every SEO agency promises to get you listed on the first page of Google and increase traffic to your website. To us, this is just a feeder to what really matters – qualified calls and contact form completions from potential clients. That is why we call these metrics “vanity metrics”.

For instance, there is a common complaint we hear when new law firms contact us: their current agency was able to increase the number of visitors to the website, but that traffic did not produce high-quality, prospective clients. Many SEO agencies are producing (and reporting on) these vanity metrics – which are ultimately all for show. Is the extra traffic to your site worth your investment if it does not result in any real results: real phone calls, actual emails, and ultimately, real clients seeking your legal services?

Majux can offer attorneys something the other agencies can’t: a full-solution marketing strategy focused on building revenue and attracting new clients for your practice.

We Are A Fulfillment House

Differently than other agencies that outsource aspects of their work product or services, we do everything in-house. That means each person who touches your campaign is an employee of Majux and is sitting together in our office in Philadelphia, PA. In fact, our team is so talented, that we provide white label services for many other agencies around the country.

For our clients, this means that we are able to pivot in near-real time and do whatever it takes to make your firm successful. If you are working with an agency that acts in a project management outsource management capacity, you may be waiting for next month’s engagement to tick over before they can start a new piece of your campaign or build something new. That is because the budget for outsourcing talent is rigid and often spent a month ahead of time.

Guess what – if you need something urgently, it can’t happen if your agencies outsourcing budget is spent for that month. Sometimes even waiting one week for a new piece of content or strategy is long enough to get left behind because another firm’s agency beat you to it. We are able to work in real-time, and not only react quickly to market or competitive developments, but also be proactive in getting out ahead of them.

Tracking Seo Results For Your Law Firm – We Are Crazy For Data

Another common complaint that we hear when a firm first gets in touch is how the management has no idea what is being done, what is being tracked, and/or whether what they are being told is true. At Majux, data is at the core of every decision we make.

We build fully customized dashboards for our clients that can report on any KPI that you find useful – full call data, form fills, the performance of specific pages or content areas, retargeting vs. display advertising vs. paid search, sponsorship campaigns, etc. These dashboards are hooked directly up to the raw sources of your data and are able to be accessed at any time. This keeps us honest and gives you the data that you need when it is convenient for you. You will never have to wonder if your agency is spinning bad results, or worse, outright lying to you.

We Work With Law Firms Of All Stages

Whether you have just broken off to create your own firm or already have an online marketing strategy in place, we can help. We’ve helped attorneys launch new practices, run national practices, increase perceived authority in a practice area, and get new clients in narrowly-focused and emerging areas of litigation. We start with your clearly-expressed goals and custom-tailor a solution to achieve those goals.

No Long-Term Law Firm SEO Contracts

If you’ve worked with a large law firm SEO agency before, you may have been a victim of being held hostage with no results. Sometimes, these agencies will hold onto your digital assets (essentially making you rent them back) or lock you into long-term contracts. A long-term contract can be outright dangerous to the long-term stability of your law firm.

In the digital world, UX and customer expectations are constantly evolving. Google is constantly changing how they evaluate websites. Your potential clients are changing the way they interact with websites. Phone manufacturers are creating devices with new widths that change the way your website appears and potential clients interact with it.

If you’re locked into a long-term contract, as these changes occur, you’re often getting up-charged for now-necessary tasks that fall outside of the “current scope” of your project. We’ve had to rebuild a large number of websites for firms nearly overnight as a result of a large national marketing agency taking their website down when a decision was made to stop paying them for producing no results.

When you work with us, you own all of your assets – your website, your domain, your hosting, your call tracking, everything. You are not renting anything from us.

Our Average Client Relationship Age Is 4+ Years

We recently calculated the average life of our entire client base. That average was 3.5 years – and that’s only because we have so many clients that have recently made the choice to leave their old agency and switch to Majux. We have several clients that have been with us since the beginning of our company eight years ago.

We are proud to have a 90% client retention rate year-over-year and honored to take that statistic as a testament to the partnerships that we have built with our clients and the real results we provide for them. To that effect, we prefer to let the results we produce make the case for you wanting to work with us. That is why all of our engagements are on a 60-day termination. If we don’t produce results; you can leave, but that doesn’t happen very often.

A Different Approach To Internet Marketing And Seo For Law Firms

At Majux, you get to partner with a team experienced in driving real revenue for national and regional law firms. Partner with us so you can focus on servicing your clients rather than filling your funnel.

To get in contact with us fill out the contact form below or give us a call at (215) 309-1631.

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